skip to Main Content

Google advertising begins with creating a campaign. After selecting your campaign goals, you switch to the campaign type, where exactly you want your ads to appear.

Google advertising includes the following types of campaigns:


  • Google Search Network
  • Google Display Network
  • Shopping
  • Video
  • Applications


Where does Google advertising appear?

Google Search ads are ads that appear on the Google Search Network. When you advertise on the Google Search Network, your ads appear in search results when someone searches on terms related to one of your keywords.

In addition to Google search results, ads appear on search results on Google partner sites. A Google Partner Site is a site that has been approved by Google to display AdSense ads and has nothing to do with the Google Partner Certificate that Google awards to agencies and advertisers.

The Google Display Network helps you reach people as they surf their favorite sites, show friends a Youtube video, check their Gmail account or use mobile devices and apps.

Shopping ads, which currently do not exist in Serbia, appear above the search results and they show the price of a particular product, it’s rating and description.


Google Ads extensions

Google ad extensions (extensions), which Google advertising uses, expand the ad with additional information and typically increase the clickthrough rate by a few percents. Some of the formats are: adding phone call keys, location information, links to certain parts of your site (sitelinks), additional text, and more.

Adding an extension to an ad does not guarantee that it will always appear with the ad. Extensions are displayed when Google predicts that they will improve ad performance and when the position and Ad Rank are high enough for the extension to show. Also, adding an extension does not imply any additional cost that is charged.

Google ad formats

Text ads are created quickly and easily, containing titles and descriptions. They are accompanied by ad extensions if they were previously added when setting up the campaign.

Responsive ads allow you to enter multiple titles and descriptions, and Google then combines them into ads. The more titles and descriptions you enter, the better the campaign results.

Responsive ads allow you to enter multiple titles and descriptions and then Google combines them into ads. The more titles and descriptions you enter, the better the campaign results.

Unlike others, clicking on Call-only ads automatically calls up the assigned phone number. These ads contain 2 titles, a business name, 2 descriptions, and a URL in addition to the phone number.

Image ads are static or animated (Gif or flash format). Reach audiences on sites that partner with Google (AdSense).


App advertising

Google app download advertising directly leads users to download apps on mobile devices. Clicking on the link leads directly to the app store where users buy or download the listed app for free. Google ads appear when users search on Google (including the Google Play Store) and on sites and applications that partner with Google.

Mobile applications are used today for shopping, cooking, education, work, communication, banking, entertainment… Almost every aspect of everyday life has a corresponding mobile application. Mobile applications make life easier for a large number of people, enabling them to perform tasks in almost all situations. For this reason, they have become an indispensable part of any good marketing strategy.


Video ads

Video ads are displayed on sites that partner with Google, as well as on the Youtube network. Several different ad formats appear on Youtube:

Display ads are displayed to the right of the video and above the suggestion list

Overlay ads, semi-transparent ads that take up 20% of the video that is played

Skippable video ads, ads that can be stopped after 5 seconds if the user so chooses. They can be added before, during or after the main video

Non-skippable video ads, ads you can’t skip and must be viewed before the main video starts. They may also appear before, during, or after the main video. They last from 15 to 20 seconds

Bumper ads, cannot be skipped and last up to 6 seconds

Sponsored cards display content that may be relevant to the video, such as products featured in the video. Viewers will see a teaser for the card for a few seconds, an icon will appear in the upper right corner of the video.In addition to the above, there are also shopping ads which, as we have already pointed out, are still not allowed in Serbia.


Google advertising is one of the most effective and cost-effective ways to advertise online. We hope our text has clarified where all Google ads can appear. More educational texts on digital marketing can be found here.

If you want your ad to be among the results of Google ads, our experts will be happy to meet you and provide all the necessary assistance in designing and setting up a Google campaign. Send us an a quote and contact us.